Maltesers sponsors ITV1’s Loose Women

Maltesers, the Mars-owned chocolate brand, is sponsoring ITV1 panel show Loose Women. The new series launches at lunchtime today (September 3).

The integrated sponsorship includes idents on ITV1, red button interactivity and the show’s website. The idents, created by Abbott Mead Vickers.BBDO, will “compliment and spark off the tone and content of the show” by depicting funny and light hearted scenarios from everyday life.

The deal is part of Maltesers’ new brand campaign, which has the strapline “So light, you’ll need new ways to be naughty”. It launched earlier this year.

The previous series of Loose Women, which has also signed up Jackie Brambles as its main presenter, had an average audience of 1.2 million and 24% share of all female viewers. The show’s panel, which includes actress Denise Welch and singer Jane McDonald, cover topics such as relationships, shopping and celebrity gossip.

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